Analysis of Customer Activity Index: A Case Study of Alcoholic Beverages Transaction Data

• Main Authors: Ming-Yen Lee, 李銘彥
• Other Authors: Li-Chung Jen
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/fb7r54

碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === In the past, there was no research on CAI (Customer Activity Index) of alcoholic beverages. Because of the tendency of alcoholism, actually alcoholic beverage is a very great target of CAI research. Using transaction data of two years in database of supermarket, I tried to calculate CAI data on alcoholic beverages and to conduct regression analysis. I wanted to figure out the relationship between demographic and CAI. Two reliable regressions were found, and many effective factors are determined. This method of analysis could be a very good and easy guidance for companies selling and manufacturing alcoholic beverages to make marketing decisions of marketing strategy.